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E.L.C. Communication Working Group~
Developing A Strategic Approach
The rationale for building a structured, managed communication strategy
We live in an age of instant communication
across all areas of daily life and business.
It is a fact that is more true than it has ever been - today “perception” of a situation rather than actual “fact” is frequently the most critical point.
Against this background, in any given situation, if one does not communicate there are certainly many groups who will - and worse still may suggest sinister motives for any “silence”.
Put simply if one does not deliver one’s own message someone else will do it for you - with unpredictable consequences.
The key principles of effective communication
The core objective is to anticipate, plan and manage perceptions associated with events, people or issues.
Analysis of potential areas of external interest should be prepared for reaction.
Both a reactive and a proactive approach are required.
Communication destined as part of any lobbying process needs to also clearly to have an external dimension as it will directly affect the perception of the industry.
Consistency of approach is vital.
Proposed ELC Communication Activities
Establish an effective long term (3-5 year) communication strategy for ELC which must be one which is constantly developing.
Undertake a “communication audit” of all existing material and activities to establish profile support.
Develop a concise, simple, public “mission statement” for the ELC outlining its core purpose and objectives.
Establish/enhance procedures for the development of an agreed “timely response mechanism” to manage creation, approval and issue of specific association/industry reaction statements.
Communication Objectives
Establish ELC as the European industry champion and authority
Ensure ELC seen as the “go to” for quality overview information at pan European level
Make ELC the first, easily accessible, European contact point for factual overview of our industry which currently may appear very complex for interested general information seekers
Strengthen existing proactive relationship with opinion formers and influencers with quality, support information
Communication Objectives
Support primary case - preserving our licence to operate
INFOCATION i.e. better inform and educate our target audiences
Use most effective vehicles to communicate messages and key facts
Build membership and Association credibility
Possible Target Audiences
EuropeanInstitutions
AndLegislators
Consumer&
OpinionFormers
Food Manufacturers
and Retailers
Health ProfessionalsAcademics +
ScientificCommunity
wide scope to communicate to and through
The changing business / consumer environment
Health and well-being
Desire for “natural” foods
Legislation on food safety – covering raw materials, ingredients, transport,distribution, retail, food products
Environment – input, processing, use, consumption
Sustainable / renewable
Globalisation of trade
Globalisation of consumer awareness, trends, demands
The changing business / consumer environment
More active / aggressive interest and/or pressure groups
More and more information and means of delivery
Economic drivers / factors for industry
Development of emerging consumer base
Increased cost & marketing advantage pressure by retailers
Stronger European Parliament
Planned Communication Development
Adopt flexible method, gradual build up approach
Accept this is a long term project over several years
Initial consolidation of information resources available externally
Upgrade website as the primary information resource
Review need for basic simple brochure – Association “calling card”
Review suitability of future staged, targeted information/lobbying events – e.g. Euro Parliament evening
Review other vehicles – media article placement etc
Review need for potential general PR campaign
Communication development – timeline
Review and upgrade website – September 2006
Review existing information sources – September 2006
Review, decide need for primary basic print material – October 2006
Review , decide need/practicality for possible EP events plan –November 2006
Review, decide other key message vehicles needed – Summer 2007
Review , decide if general long term PR campaign practical – Summer 2007
Communication - Mission Statement
One of the key elements was the need for a concise mission statement for the ELC which clearly summarises our positive purpose to the external world.
Identified key areas of interest for our industry and the main message we wish to associate with .
Statement was discussed,created, amended and approved by EXCO
The resulting mission statement can be commonly available supporting both a positive and consistent approach.
Mission Statement - developed
ELC Mission Statement – …
ELC's mission is to improve public knowledge of the contribution food ingredients and additives make to the wider food industry; through clear factual understanding, among identified key European audiences including manufacturers, retailers, health professionals, regulatory authorities, politicians, scientists, teachers, students and consumers.
ELC Website - Review and Development
Whilst having been very effective at its launch a more interactive format is now required for future support and positive profile development .
The structure and site navigation elements need enhancing to make the site easier for visitors to find their way around.
More informative detail about the wide use and core value of additives & ingredients in industry and daily life is needed.
We need future flexibility to add relevant ELC news items as we wish.
Facility to analyse site statistics to be able to understand and focus on key interest areas is vital
www.elc-eu.org
Offers 13 English language pages and 30 language pages
(8 x French, 8 x German, 7 x Spanish, 7 x Italian)
No imagery or photography
Basic navigation and unclear sign posting
Extremely long pages
Uninviting, no interaction, not user friendly
No clear channels for differing audiences
Little or no statistical information available
Review of the current ELC website
Website development
Improve site structure
Re-define navigation, move pages, combine some pages and separate others, shorten where ever possible
Update the design and visual feel
Make the site look more like a professional organisation tool rather than an amateur web site
Add graphics and photography
Provide relevant but visually appealing content
Improve ELC contact points
Standardise the contacts, common ELC email addresses
Website development
Add a NEWS section
Provide latest relevant industry news. Communicate and provide a reason to return to the site
Re-evaluate the need for other language options
If not required this will save time and money
Begin to monitor and analyse visitor statistics
Website development
Re-assess the current content
Shorten where ever possible
Have text professionally re-written and above all…
Ensure it is current, accurate and of interest
Relocate some content to downloadable PDF format
Move older, out of date or lengthy items to secure PDF documents available in Archive for downloading
Introduce ELC managed web pages (NEWS, ARCHIVE)
Provide self-administered pages
Website development
Re-assess EU Approved lists
Develop a simpler system of locating and presenting the data on the page
Develop the USEFUL LINKS section
Look for and attract reciprocal links to improve user appreciation and improve search engine optimisation (SEO)
Introduce possible USER SPECIFIC sections
Unique information for Food Manufacturers and Retailers
Unique information for Government Bodies/Organisations
Unique information for Members
Website development
Provide an in-site SEARCH facility
To improve ease of use and further develop capacity
Search Engine Optimisation
To improve visitor traffic with a guaranteed Google listing and submission to over 400 search engines with automatic monthly submissions
Consider possibility of making the site self-funding
Possible to introduce small and unobtrusive advertising from interested organisations e.g. magazine publishers, website publishers, suitable services or suppliers
In overview the target is by September 2006 to ..
Launch the enhanced, redesigned site
Professionally re-write basic content sourced from existing member sites
Website development
Design and re-build € 5000
Professional writer re-work of existing material from approved sources € 3000
Annual hosting/management costs of new site
€250 per year hosting fees
@ €750 per year depending on amount of change required
Website development - costings
Conclusion - Future communication needs
Going forward we need to build on the strength we have already established
Our objective should be to enhance the “consumer friendliness” and real “necessity” of food additives and ingredients and to stress the vital part contribution they make to daily life – although not understood by most
Good, factual information to counter freely available mis-information
The health and environment debate is something we should enter where appropriate
Ultimately public opinion generates reactions which produce legislative or market pressure change, we should be prepared to influence when we have the opportunity
A sustained positive perception for our industry can only assist our long term aims.
Long Term
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